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Social Media Blogs by Aliza Sherman

Social Media Blogs by Aliza Sherman

Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.

Leveraging Special Events and Holidays in Your Social Media Marketing

Leveraging Special Events and Holidays in Your Social Media Marketing

Coming up with unique and brand-appropriate content for social media marketing on a daily or weekly basis can be challenging, particularly if you’re not in the business of producing content and have a business to run. Identifying and articulating your key marketing messages and tying them into concrete and measurable goals is just the start of using social networks and mobile apps to reach your customers and prospects.

Tying some of your messaging into events  either ones specific to your business or community or more universal events such as holidays  can help you keep your posts relevant to your audience. Events could be conferences or trade shows you’re attending for your business or community happenings such as a sports event or annual festival. An event could be a nationally recognized one like the Super Bowl or Breast Cancer Awareness Month. Holidays you reference can be traditional ones such as Thanksgiving, Christmas and New Year’s or Valentine’s Day, St. Patrick’s Day, Mother’s Day and Father’s Day. Holidays can also be less well-known designated days like Small Business Saturday, National Drink Wine Day or National Pizza Day.

Here are some ways to leverage events and holidays to create fresh and timely content.

1. Identify holiday or event hashtags and use them appropriately.

Twitter, Instagram and Pinterest all use hashtags to label and organize content. Using popular hashtags can help bring more attention to your content. If you are posting something pertaining to a holiday, look for holiday-specific hashtags such as #valentinesday and #valentinesday2017 as well as variations such as #valentine and #bemyvalentine. Use only one or two hashtags on Twitter, and a handful on Pinterest.

2. Consider using holiday or event emoji.

If you’re using Instagram, Facebook and Twitter, emoji or tiny cartoon images that are connected to mobile phone keyboards, are very popular ways of punctuating posts. Statistics on Instagram, for example, show that posts with emoji get 17% more engagement than those without. Using emoji can draw more attention to your posts and set a specific tone, usually one that is playful and amusing. Given their mostly lighthearted use, they may not be appropriate for your company’s brand or for the message you’re trying to convey. If you find a good fit, use universal emoji or Unicode emoji so they appear properly across the most platforms. You can easily find hearts, a Christmas tree, a gift, and other holiday-related images even though the selection is still limited. On some services like Facebook, Instagram and Snapchat, they have their own cartoon graphics called “Stickers” that you can use to embellish images and video.

3. Obtain or create holiday or event photos and video.

Tying into the holiday can be easy if you have the right imagery available. Whether you hire a photographer or videographer or you make something using your smartphone or you purchase royalty-free images tied to an event or holiday, make sure there is a clear connection to your company. Be careful about sharing images or video clips from the web without permission  although on Pinterest, sharing is encouraged as long as you don’t claim the images as your own or use someone else’s image to point to your website without proper permission. Video is more popular than still images on everywhere from Facebook and Twitter to Instagram, Pinterest, YouTube and Snapchat. Animated GIFs are also very popular and shared often through social networks.

Make sure the text content you include with event or holiday images or video give context. Whether you’re wishing someone a happy holiday or jumping into a conversation about a shared experience, you should not stretch your messaging outside your company’s brand identity. Be careful not to stray away from your business goals. Use posts that tap into shared experiences and interests to humanize your brand and better engage your followers.